Keep It Local | Local Media Association

Local Media Association
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Keep It Local explores how local journalism is evolving — and thriving — through innovation. Hosted by the Local Media Association, each episode highlights strategies that help newsrooms build community and revenue. 🎙️

  1. 6d ago

    Journalism Careers Are Changing: Bridget Thoreson on Navigating What's Next

    The journalism profession is undergoing significant change, leaving many media professionals wondering what comes next. In this episode of Keep It Local, host Ryan Welton talks with Bridget Thoreson, founder of MyCareerRiver, about the realities of navigating journalism careers in an era of layoffs, disruption, entrepreneurship, and rapid technological change. Drawing from interviews with more than 160 professionals, Bridget shares practical insights on career reinvention, adapting to uncertainty, and recognizing the value of journalism skills beyond traditional newsroom roles. Among the topics discussed: Why the traditional journalism career ladder no longer works for many professionalsThe three principles that emerged from Bridget's career researchHow journalists can reframe uncertainty as an opportunity for discoveryThe surprising job-search breakthrough that helped one journalist land a job after more than a year of unemploymentWhy skills matter more than titlesHow newsletters, podcasts, consulting, and entrepreneurship are creating new opportunities for journalistsWhat media professionals can do today to prepare for the future Learn more about Bridget's work at MyCareerRiver.com. Would you like to sponsor a future episode of Keep It Local? Our membership comprises more than 3,000 local media companies of all sizes and media. We have a variety of ways to get you in front of key decision-makers within the industry.

    26 min

  2. Jun 16

    Podcasting for Local Media: A Practical Playbook for 2026

    Podcasting can feel intimidating for local media organizations. Questions about equipment, studios, editing, distribution and monetization often stop projects before they begin. In this special episode of "Keep It Local," host Ryan Welton turns the microphone on himself to discuss his new LMII Innovation Insights report on podcasting and explain why he believes podcasts have become one of the most powerful content engines available to local media organizations today. Ryan shares practical lessons from his work in local journalism, digital audience strategy and podcast production, offering a step-by-step look at how newsrooms can launch sustainable podcast programs without massive budgets or complicated studio setups. The conversation covers everything from microphones and audio quality to Riverside workflows, video production, content repurposing and revenue opportunities through branded content. In this episode:Why podcasting should be viewed as a content pillarThe biggest mistakes newsrooms make before launching a podcastWhy audio quality matters more than video qualityRecommended microphones, headphones and recording setupsRiverside vs. other remote recording platformsSimple lighting techniques for better video podcastsEditing workflows using Adobe Premiere Pro, Audition and HandBrakeGetting podcasts onto Apple Podcasts, Spotify and YouTubeTurning one podcast into articles, newsletters and social media contentUsing podcasts to support branded content and sponsorship salesWhy long-form conversations are thriving in 2026 Key Quote"It's not just video, it's not just audio, it's short clips. It's a written article."Resources MentionedLMII Innovation Insights Report: PodcastingRiversideAdobe Premiere ProAdobe AuditionHandBrakeCaptivateBeehiivOpus ClipCanva ConnectHave questions about podcasting, newsroom workflows or content strategy? Contact Ryan Welton at Local Media Association to continue the conversation.

    31 min

  3. Jun 8

    Rising Star in Innovation: Ruby Jones on Community Storytelling, Media Literacy and the Future of Local News

    What happens when a journalist sees critical gaps between communities and local media? For Ruby Jones, the answer was to build something entirely new. Ruby is the founder of Empower Media Exchange, a Colorado-based nonprofit dedicated to community storytelling, media literacy, youth engagement and civic information. Her innovative work earned her Local Media Association's 2025 Digital Innovation Award for Rising Star in Innovation. In this episode of Keep It Local, Ryan Welton talks with Ruby about creating Colorado's first Community Information Commons, helping young people become storytellers, building trust through relationship-centered journalism and why communication skills matter far beyond the newsroom. In this episodeHow Ruby's journalism journey began earlyThe inspiration behind Empower Media ExchangeWhy media literacy is about more than spotting misinformationCreating opportunities for youth storytellersThe role of intergenerational collaboration in journalismBuilding the Community Information CommonsWhy every organization should think like a media companyHow local journalism can better connect with communitiesThe future of storytelling and audience trust About Ruby JonesRuby Jones is the founder of Empower Media Exchange, a nonprofit organization dedicated to strengthening communities through storytelling, media literacy and civic engagement. Through initiatives including Front Range Focus, the Community Information Commons and NextGen Media Literacy Labs, she is helping create more inclusive pathways for people to share their stories and participate in local media. ResourcesEmpower Media Exchange — https://empowermediaexchange.org Follow Ruby Jones on LinkedIn Follow Ruby on Instagram: @writing4real Local Media Association — https://localmedia.org

    28 min

  4. May 21

    2025 Digital Innovation Awards | Local Media Association

    Local Media Association revealed its 2025 Digital Innovation Awards on Wednesday, celebrating the local media organizations, journalists and teams pushing the industry forward through creativity, audience engagement and innovation. Presented in partnership with Upland Second Street, this year’s awards honored impactful work across audience growth, storytelling, AI, product development, public service journalism and new business models. LMA leaders said the honorees represent the resilience and forward-thinking ideas helping shape the future of local news at a time of rapid industry change. The awards recognize organizations and individuals developing fresh approaches to connecting with audiences, growing sustainable businesses and strengthening local journalism in communities across North America.

    25 min

  5. Apr 20

    1 Year of Keep It Local: The Ideas, Strategies and Trends Shaping Local Media

    This special anniversary episode of Keep It Local, a podcast from the Local Media Association, looks back at a full year of conversations with leaders across the local news industry. Host Ryan Welton highlights the biggest takeaways on revenue, AI, audience trust, and innovation — all focused on one mission: helping local media organizations build sustainable business models. 🔑 What you’ll learnBranded content that actually works Why internal alignment is critical to successHow storytelling drives advertiser value AI in the newsroom Practical use cases beyond writingHow AI can improve accessibility and efficiencyWhy trust and transparency matter more than ever New revenue opportunities Donation strategies that convert audiences into supporters“Best of” campaigns as long-term revenue enginesMonetizing short-form video and branded content Audience trust & data strategy What consumers actually think about AI in newsHow zero- and first-party data strengthen relationships Growth strategies for modern newsrooms Short-form video adoptionCommunity-first engagement modelsBuilding direct audience relationships 🎯 Why it mattersLocal journalism is evolving fast. The organizations that survive — and thrive — will be the ones that adapt, experiment, and connect deeply with their communities. This episode is a roadmap for doing exactly that. Editor's note: These podcast notes were written by AI from an episode transcript plus inputs from its host.

    50 min

  6. Mar 16

    The Opportunity for Local Media Companies With Reels

    Vertical video is rapidly becoming one of the most powerful tools available to local media companies — both for audience engagement and new revenue opportunities. In this episode of Keep It Local, Ryan Welton speaks with David Arkin of David Arkin Consulting about the findings from his recent LMII report on the opportunity for media companies using Reels and vertical video. They discuss how platforms like Instagram Reels, Facebook Reels, YouTube Shorts, and TikTok are changing how audiences consume news — and why local publishers should embrace vertical video as a key part of their digital strategy. Arkin explains how these formats can help media companies build stronger brand recognition, deepen audience loyalty, generate story tips, and unlock new advertising opportunities. The conversation also dives into practical strategies for newsrooms trying to build sustainable vertical video workflows and the importance of experimentation and consistency. Topics Covered• Why vertical video is reshaping how audiences consume news • Differences between Facebook, Instagram, and YouTube video ecosystems • How vertical video strengthens brand recognition for local media • Why these platforms are more about loyalty than traffic • New monetization opportunities through branded video content • The role of vertical video in AEO and search visibility • Practical newsroom strategies for producing effective Reels • Why consistency and experimentation are essential ResourcesDavid Arkin Consulting https://www.davidarkinconsulting.com Local Media Association https://localmedia.org

    1h 3m

  7. Mar 3

    How broadcast stations can turn “Best Of” into a 6-figure revenue engine

    For decades, “Best Of” programs have been associated with newspapers. But broadcast stations are increasingly discovering they may be even better positioned to win in this space. Julie Foley of Second Street joins Ryan Welton to explain how TV and radio stations are: Generating six-figure annual revenueGrowing newsletter lists by thousandsCapturing first- and zero-party dataBuilding stronger advertiser relationshipsUsing self-serve e-commerce tools to unlock new revenueAdding text-to-vote for incremental upsell We discuss real-world examples, including stations in Myrtle Beach, Biloxi, and Kentucky that are seeing measurable results. Julie also breaks down: • How to structure a nomination, voting and winners phase • What categories work best for broadcast • Why mindset — not market size — is often the biggest barrier • How to shift sales conversations from impressions to ROI If you lead revenue, audience development or digital strategy at a local station, this episode offers a practical roadmap. 🔗 Learn more: lab.secondstreet.com 📧 Contact Julie Foley: jfoley@uplandsoftware.com

    1h 3m

  8. Feb 23

    Winning with zero- and first-party data with Todd Handy

    Third-party data is fading. Privacy regulations are tightening. Platform referrals are shrinking. So what’s the plan? On this episode of Keep It Local, Ryan Welton is joined by Todd Handy, CEO of Disruptive Impact, to discuss his latest LMII report: Winning with Zero and First-Party Data. Todd explains: What zero-party is (and how it differs from first-party data)Why anonymous impressions are losing valueHow consent-based audience signals improve advertiser performanceThe connection between data strategy and audience trustPractical steps local publishers can implement immediately If you don’t have a clear audience data strategy heading into 2026, you’re behind the eight ball. 📘 The LMII report is available through the Local Media Association. LMII subscribers receive access. Others can purchase at localmedia.org. Would you like to sponsor the Keep It Local podcast? We have several packages available.

    17 min
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Keep It Local explores how local journalism is evolving — and thriving — through innovation. Hosted by the Local Media Association, each episode highlights strategies that help newsrooms build community and revenue. 🎙️

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